联系我们

论文查询结果	返回搜索

论文编号：	15705
作者编号：	2320233769
上传时间：	2025/12/9 14:36:44
中文题目：	C跨国企业在中国奶牛饲料市场营销策略的研究
英文题目：	Research on Marketing Tactics of C Multinational Feed Enterprises in China Dairy Market
指导老师：	许晖
中文关键字：	跨国动物营养企业；奶牛饲料；STP理论；4Ps理论；客户细分；GTM
英文关键字：	Multinational animal nutrition enterprises;Cow feed;STP theory;4Ps theory; Customer Segmentation; GTM
中文摘要：	随着中国奶牛养殖业向规模化、集约化加速转型，奶牛饲料市场需求呈现 “定制化、高品质、服务方案一体化”的新特征，跨国饲料企业面临本土企业 激烈竞争、养殖企业一条龙多元化与自身本土化适配度不足的多重挑战。本文 以美国跨国饲料企业 C 企业为研究对象，综合运用文献研究法、问卷调查法、 访谈法及案例分析法，结合产业市场理论、营销战略与营销组合策略相关理论 与PEST、波特五力模型、SWOT等环境分析工具，系统剖析C企业在中国奶牛 饲料市场的竞争环境下营销策略现状及存在问题，并提出基于客户细分的营销 组合策略及实施保障体系。 研究过程中，通过对国内15个省份300家养殖企业的问卷调查及C企业中 国区73名商务团队成员的深度访谈，发现C企业虽具备全球研发技术——近5 年研发投入占比4.2%，高于行业平均 1.4 个百分点，且拥有全球品牌声誉—— 北美市场占有率 22%，但在中国仍存在营销战略定位不清晰，产品本土化方面 存在不足，全球技术在中国落地困难；价格定位不灵活；渠道适配性较差；促 销活动单一等问题。 针对上述问题，本文基于“头日贡献毛利+客户行为”构建客户细分九宫格， 客户细分为战略客户、经典客户和稳健客户三部分，重新进行市场优先级定位， 从产品、定价、渠道、促销四个维度设计营销组合策略，并搭配GTM销售管理 体系、专业化营销团队和强化企业文化等实施保障措施。 本文的创新点在于：一是构建“跨国B2B饲料企业本土化营销”分析框架， 填补现有研究对该领域关注不足的空白；二是提出“客户细分–四维营销组合策 略-全流程保障”的策略体系，为跨国饲料企业提供可落地的实践方案。研究成 果可为跨国饲料或同样特点的企业优化在华营销策略提供理论参考，也为本土 饲料企业应对国际竞争提供借鉴。
英文摘要：	With the accelerated transformation of China's dairy farming industry towards scale and intensification, the demand for dairy feed market presents new characteristics of "high quality, customization, and service integration". Multinational animal nutrition enterprises are facing the dual challenges of fierce competition from local enterprises and insufficient localization adaptation. This article takes European multinational animal nutrition enterprise C as the research object, comprehensively using literature research method, questionnaire survey method, interview method, and case analysis method, combined with industry market theory, STP theory, 4Ps theory, PEST, Porter's Five Forces model, SWOT and other environmental analysis tools, systematically analyzes the competitive environment, marketing strategy status and existing problems of C enterprise in the Chinese dairy feed market, and proposes differentiated marketing strategies and implementation guarantee system based on customer segmentation. During the research process, through a questionnaire survey of 300 breeding enterprises in 15 provinces in China and in-depth interviews with 73 members of the business team of Company C in China, it was found that although Company C has global R&D technology - with R&D investment accounting for 4.2% in the past 5 years, which is 1.4 percentage points higher than the industry average. It also enjoys a global brand reputation - with a market share of 22% in North America. However, in China, there are still unclear marketing strategy positioning, deficiencies in product localization, and difficulties in implementing global technologies in China. The price positioning is not flexible. Poor channel adaptabilityp; Problems such as monotonous promotional activities. In response to the above issues, this paper constructs a nine-grid customer segmentation based on "gross profit contribution one day + customer behavior", dividing customers into three parts: strategic customers, classic customers, and base customers. It redefines market priorities and designs marketing mix strategies from four dimensions: product, pricing, channel, and promotion.And implement safeguard measures in conjunction with the GTM sales management system, professional marketing teams, and strengthened corporate culture, etc. The innovation of this article lies in: firstly, constructing an analytical framework for "localization marketing of cross-border B2B animal nutrition enterprises", filling the gap of insufficient attention to this field in existing research; The second is to propose a strategic system of "customer segmentation - four- dimensional differentiation - full process guarantee", providing practical solutions that can be implemented for multinational feed enterprises. The research results can provide theoretical reference for multinational animal nutrition enterprises to optimize their marketing strategies in China, and also provide reference for local feed enterprises to cope with international competition.
查看全文：	预览  下载(下载需要进行登录)